prescriptive analytical solutions. It is equally important to have proactive decision makers in the organizations who are aware of the changing economic environment as well as the advancements in the...

prescriptive analytical solutions. It is equally important to have proactive decision makers in the organizations who are aware of the changing economic environment as well as the advancements in the field of analytics to ensure that appropriate models are employed. This case shows an example of geographic market segmentation and customer behavioral segmentation techniques to isolate the profitability of customers and employ optimization techniques to locate the branches that deliver high profitability in each of the geographic segment.